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A little history of brand utility

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Brand utility is actually not a new concept. This presentation will provide you a few examples of brand utility seen in the past. From the baker of your street to Apple iPod and iTunes...

Brand utility is actually not a new concept. This presentation will provide you a few examples of brand utility seen in the past. From the baker of your street to Apple iPod and iTunes...

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  • 1. A little history of brand utility Marwann AL SAADI Brieuc SAFFRÉ
  • 2. When looking at the past, we notice that brand utility is not a new concept… James72 on sxc.hu
  • 3. From the baker in your street…
  • 4. abbyyy on flickr …to iPod and iTunes
  • 5. there are many examples.
  • 6. Bakers were the firsts to ..understand brand utility. Bubbels on sxc.hu
  • 7. ..They made their products in order to satisfy ..their customers. Makiwi on flickr
  • 8. Duchesssa on flickr because bakers know their reputation is their best and unique way to promote themselves
  • 9. Legomyphoto.wordpress ...and they make their customers happy!
  • 10. How?
  • 11. Listening to them Stuart Stevenson on Flickr
  • 12. Creating experiences
  • 13. Giving good advice (recipes, cooking..) ispap on sxc.hu
  • 14. Fuzzirella on Flickr Their most satisfied clients became their ambassadors
  • 15. And thanks to word-of-mouth and the good experience they provided, they brought them new customers.
  • 16. Then came Industrial Revolution, rural flight and people looking for jobs in factories…
  • 17. And many new problems related to it…
  • 18. Hard works, high-turnover, lower productivity… Ayearoflego on tumblr
  • 19. Schneider family managed to handle ...these problems in Le Creusot (France) Le Creusot
  • 20. Facilitating life of their factory workers… Robert Doisneau Free access to schools…
  • 21. Facilitating life of their factory workers… …health centers
  • 22. Facilitating life of their factory workers… ..A house for everyone
  • 23. Results Brieuc on flickr Higher loyalty from factory workers
  • 24. Results Brieuc on flickr Lower turnover rate
  • 25. Results Brieuc on flickr Good reputation of Schneider across France
  • 26. Results Number of inhabitants in Le Creusot 40000 38000 35000 Brieuc on flickr 32000 30000 25000 25000 20000 15000 10000 6000 Number of inhabitants in Le Creusot 5000 0 1846 1875 1900 1920
  • 27. Henry Ford had the same problems as the Schneiders….
  • 28. … he also tried to improve life of his employees
  • 29. ..And also got great results…
  • 30. ..Michelin Brothers created a guide dedicated to car drivers in 1900. It was full of tips and addresses of car repairers, doctors and curiosities.
  • 31. ..IIt is still a reference guide, used all around the world… Ulteriorpicture on flickr
  • 32. ..And the experience goes ahead on iPhone…
  • 33. Sir Hugh Beaver, engineer at Guinness, always wondered which .from the grouse and the golden plover was the fastest game-bird. Grouse Golden Plover
  • 34. Victor Hugo Queiroz And he knew many people like him asked themselves these kinds of unanswered questions
  • 35. He decided to help them a and the Guinness book of records was born
  • 36. Nowadays this book is an institution… 207,000,000 results!
  • 37. …and one of the most stolen books in US …public libraries!
  • 38. Nealmeister on typepad Pizzerias appeared after WWII in the US: soldiers coming back from Italy opened their own restaurants.
  • 39. Many pizzerias flourished in the US, providing ..citizens a new kind of cuisine Pausimausi on sxc.hu
  • 40. But Tom Monaghan, creator of Domino’s Pizza, was the first to introduce. a new concept…
  • 41. danielygo on sxc.hu Pizza home delivery
  • 42. Nowadays, pizza delivery is seen as a core service of pizzerias
  • 43. But at that time it was an isolated initiative of brand utility! Iso3200 on flickr
  • 44. Google and its research services are a good example of a brand-utility based business model
  • 45. Information retrieved in an organized and useful way: Enhance the user experience
  • 46. Free and functional search engine, providing relevant results modish on sxc.hu
  • 47. Google went on with other free side services
  • 48. …and got rewarded for this: most popular brand in 2010 Millward Brown BrandZ top
  • 49. Do you remember these programs?
  • 50. And these?
  • 51. ..An overload of software, codecs and formats that got users confused Gaetanlee on Flickr
  • 52. Then, Apple released its MP3 player: iPod Jdhancock on Flickr
  • 53. varmamukul on flickr ..and centralised iPod updates, access to music stores, multimedia in an easy and useful software: iTunes.
  • 54. User experience has been facilitated
  • 55. Helping to create a community of brand enthusiasts Lapommecroquee on Flickr
  • 56. We came from an era of conversation… (From dawn of time to XVIIIth Century)
  • 57. People We came from an era of conversation… (From dawn of time to XVIIIth Century)
  • 58. …to an era of mass media... (XIXth and XXth centuries) Mjimages on sxc.hu
  • 59. …to an era of mass media... (XIXth and XXth centuries) Mass media Mjimages on sxc.hu People
  • 60. …and we are now entering the digital conversations era. Zeno77 on flickr
  • 61. …and we are now entering the digital conversations era. Mass media Zeno77 on flickr Everyone is a media
  • 62. Legomyphoto Brand utility is not new.
  • 63. But it has to be thought according to the digital conversations era.
  • 64. Use social media to be useful, give answers and advice, improve your products and services. Wheat Thins
  • 65. Thank you for your attention. And many thanks to sxc.hu, flickr.com and tumblr users for their cool photos.
  • 66. marwann al saadi twitter.com/marwannas brieuc saffré brand-utility.com fluid-advance.com slideshare.net/brieuc bkp550 on flickr twitter.com/_brieuc scanblog.com twitter.com/scanblog slideshare.net/scanblog facebook.com/scanblog July 2010